Limited Too—the twinkly, glossy, way-overpriced clothing store that was serious #fashiongoals for women of a certain age— is back in all its hot pink glory. The store will be brought back in the form of a New York City pop-up shop next month, yet another example of a struggling retail brand getting creative.
Admit it: your adult life is lacking purple glitter nail polish. If you’ll be in New York City next month and susceptible to ’90s and early ’00s nostalgia, it doesn’t have to be. WWD reported earlier this week that Limited Too—that bastion of lime green inflatable couches (yep, definitely had one of those, my cat popped it with her claws), cupcake-flavored lip gloss, and glitter-printed tees— will be making a comeback in August as a traveling pop-up shop. The move seems to be targeting Millennial moms longing for the days of Caboodles and glitter butterfly clips as, tragically, the clothes sold will only come in kids’ sizes. Of course, there will be accessories and other goodies just in time for back-to-school season (and no, “back-to-school” shopping isn’t limited to children or people with children).
Apparently, Limited Too has actually been back for a couple of years now. After that whole weird “Justice” rebranding, Bluestar Alliance LLC relaunched the original brand back in 2015 and its partnership with Amazon (surprise, surprise) has helped it grow again, nearly two decades after Limited Too’s golden era.
The mobile pop-up is a smart move on the brand’s part. The nostalgia force is strong and judging by the success of and buzz surrounding other late ’90s/early ’00s reboots like Target’s new Lisa Frank pajama collection or the touring Saved by the Max Saved by the Bell pop-up restaurant, customers who grew up with these brands are willing to shell out some serious dough to take that trip down memory lane.
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Whether those same customers are willing to shop somewhere other than behind their computer screen remains to be seen. The Limited Too pop-up mobile will make several stops around New York City from Aug. 6 through Aug. 10. No word on whether shoppers will also be able to buy a Cinnabon from the food court with their leftover allowance money afterward.